How To: The Role of Corporate Social Responsibility Storytelling in Brand Management
Research has shown that stories are a key tool for human memory. People remember things that show before and after, cause and effect, leaving the listener with an emotional shift. For brand management, just as with a good novel, a compelling story can resonate with consumers and improve a company’s brand.
Storytelling is a crucial part of managing your company’s brand. Coupled with that is the need to develop corporate social responsibility (CSR) programs with messages that will differentiate your brand, demonstrate results and meet organizational goals.Proactively telling your story with compelling language and visuals is critical to executing powerful, effective, strategic communications.
During this interactive session our panelists will share their experiences in the area of CSR storytelling. They will explore great ways to get the message out regarding CSR initiatives and tips for integrating this important component into your brand management work.
11:30am-12:00pm: Registration and Lunch*
12:00pm-1:30pm: Speaker Presentation and Q&A
*Lunch provided with registration
1133 15th Street NW
Washington, DC 20005
AMADC Members: $30
Student Members: $25
Registration closes at 8:00am on Tuesday, March 29th.
AMADC How To Series brought to you by:
About the Speakers:
Regan Lamb, Chief Marketing Officer, OTM Partners (@reganklamb)
Regan is the Chief Marketing Officer at at OTM Partners LLC, an integrated marketing and social responsibility agency based in Arlington, Virginia. She has more than two decades of experience shaping, advancing and achieving business objectives and is the Chief Marketing Officer at OTM Partners. She is passionate about making a difference in the world and working to help organizations implement meaningful corporate social responsibility (CSR) campaigns. Adept at strategic planning, messaging and brand-enhancement, and her areas of expertise include collaborative leadership, change management, program design and execution, and organizational development.
Prior to joining OTM Partners, Regan served as Executive Vice President of Program Development at Envision EMI, a leading marketing and experiential education organization dedicated to enabling students of all ages to develop the leadership, scholarship and career skills needed to succeed in today’s competitive college and career landscape. Responsible for overseeing the collaboration of marketing and operations in the design and launch of new educational programming. Regan also served as the Managing Director of Education Operations at Envision where she led seven senior directors, 50 employees and 1,000 temporary staff members in the implementation of experiential education programs for more than 30,000 high achieving scholars annually. During this time, she expanded operations globally to five continents and cultivated international partnerships for high school, collegiate and professional educational programs in Australia, Austria, China, India and South Africa.
Regan is a graduate of American University in Washington, DC, and earned a certificate in Process Mapping and Analysis from The University of Virginia’s School of Continuing and Professional Studies.
Thomas Raffa, CPA, Managing Partner (@RaffaDoMore)
Tom founded Raffa, P.C. over a quarter century ago to service the needs of the nonprofit community. As an owner-partner, Tom turned his vision into reality by building a company designed to improve the business of nonprofits and to focus on its corporate and civic responsibility. Today, the foundation that Tom began laying in 1984 is solid and the business which grew from two to 150 employees has never lost sight of its overarching goal – to strengthen the social fiber of its community.
To serve Raffa’s clients more fully, Tom founded two affiliate organizations, Raffa Financial Services, Inc. (RFSI) and Raffa Wealth Management, LLC (RWM). RFSI, formed in 1999, provides insurance and investment products and services, while RWM, formed in 2005, provides investment consulting and financial planning to private foundations and high-wealth individuals.
In June 2009, Tom was named Business CEO of the Year for Social Value Leadership by Greater DC Cares and one of the Top 50 CEOs in DC by CEO Magazine. In 2008, he was voted Top CPA by his professional peers and was given the Lifetime Achievement Award from the Alliance for Nonprofit Management. His professional and volunteer support of nonprofits has garnered him several other awards including the Volunteer Achievement Award from the Accountants for the Public Interest and SmartCPA award two years running from SmartCEO Magazine.
With a CPA certificate from the District of Columbia and a license to practice in five states, Tom is an active member of the American Institute of Certified Public Accountants’ Taxation Division and subcommittee on nonprofit taxation. He is also a founding board member of the Alliance for Nonprofit Management and the Alliance for Nonprofit Insurance, serves as a board member of Compass Fellowship, Sister Cities and the Microsoft Not-for-Profit Customer Advisory Board and Treasurer of the Board of Directors of the Catalogue for Philanthropy.
Tom is a graduate of Georgetown University, a member of the Georgetown University Alumni Admissions Program and he has been a mentor at the Georgetown University McDonough School of Business for more than 15 years.
Anthony Shop, Co-Founder and Chief Strategy Officer of Social Driver (@afshop)
Anthony Shop, Co-Founder and Chief Strategy Officer of Social Driver, is a pioneer in the field of digital media. Starting from a deep belief that the future is bright and people come before technology, Anthony has sparked innovative strategies that have produced remarkable results for some of the world’s most beloved companies and organizations.
A former journalist and press secretary, Anthony is the first new media professional to be elected to the prestigious National Press Club’s Board of Governors. He founded the Club’s popular “Get It Online” digital media series, which has hosted luminaries from CNN, NASA and The White House to discuss media trends. Anthony’s views on digital media have been featured by the BBC, CBS and USA Today, and he has been featured as a keynote speaker at conferences across the globe, from Singapore and London to New York and Miami.
Sara Steele, Lead Manager, Sustainability, The Dow Chemical Company
Sara Steele is the Lead Manager, Sustainability at the The Dow Chemical Company. In this role, she supports both the federal government affairs team and the public affairs corporate media relations team. Sara’s policy work focuses on issues of importance to the Company such as trade, tax and chemical regulation, as well as Dow's sustainability priorities. In her corporate media role, Sara serves as the strategic communications and planning lead for sustainability, corporate citizenship and public policy-related issues. In addition, Sara co-leads one of the seven Dow 2025 Sustainability Goals, “Leading the Blueprint” on behalf of the government affairs team.
In 2013, Sara joined Dow, based in the Washington, D.C. office. Previously, Sara served as a Senior Advisor for the Task Force for Business and Stability Operations within the U.S. Department of Defense. In this role, she served under both the Obama and Bush Administrations and split her time between Washington, D.C. and Baghdad, Iraq. Sara specialized in strategic communications, business development and women’s issues, and worked extensively throughout the Middle East. Prior to this, Sara served as Communications Director for the Deputy Secretary at the U.S. Department of Housing and Urban Development. At the same time, she also served as a lead press liaison for President George W. Bush and Mrs. Laura Bush, primarily focusing on global issues such as malaria prevention, women’s health and refugee relief. In this capacity, she traveled to over a dozen countries including Thailand, Israel, Saudi Arabia and Ghana.
She began her career at the White House, serving in the Office of Media Affairs as both a special assistant and website coordinator from 2003-2006. She holds a B.A. from Hope College and a M.B.A. in finance and entrepreneurship from Tulane University.